Jamie Brighton, product marketing manager, Adobe – said: “Social has changed the way customers are doing business but most marketers are still running their social efforts by intuition, not a strategy. We’re launching Adobe Social as we know ‘social’ is a lot bigger than what happens on social networks – indeed, very few campaigns start and end on social.
We know that brands need to track how behaviour online translates to behaviour offline as this will influence how marketers manage their marketing campaigns and spend.”
More details on the product can be found in the blogs by Brad Rencher, Senior Vice President and General Manager of Digital Marketing at Adobe, From Braces to its First Business Suit: Social Grows up and Lawrence Mark It’s Time to Demonstrate Business Impact from Social Media.
“A year ago we launched SocialAnalytics as a listening tool, we then acquired, social media management company, Context Optional in January. We did this as we recognised that the creation, monitoring and measurement of social interactions shouldn’t be separate from broader digital marketing activities – brands need to see the correlation between buzz and the bottom line.”
“By breaking social out of its silo and integrating it into the digital marketing mix, we’re the only company allowing brands to see how social is impacting their customer journey and then how they’re able to act to optimise the route they take.”
Over the past 12 months Adobe has made a number of substantial investments in social media including some key acquisitions. Why? Because social media has changed the way customers are doing business and Adobe recognises that the creation, monitoring and measurement of social interactions should no longer be separate from broader digital marketing activities.
With the understanding that ‘social’ is a lot bigger than what simply happens on social networks and very few campaigns start and end on social, Adobe Social makes it possible to track how behaviour online translates to behaviour offline and how marketers can manage their marketing campaigns and spend accordingly
A product overview can be downloaded here.